Advertising 101
This is the paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action.
What is Advertising?
This term describes how personally important or relevant a purchase decision is to a consumer.
What is Consumer Involvement?
This person on the creative team creates the words and concepts for ads and commercials.
Who is the Copywriter?
This acronym stands for the practice of coordinating all marketing communications to create a consistent brand experience.
What is IMC (Integrated Marketing Communication)?
This athleticwear giant told us to dream crazy during a polarizing time in society and stood by a well known football player who was banned from the NFL for taking a stand on police brutality.
Who is Nike?
This type of advertisement serves the public interest for a nonprofit and is carried by media at no charge.
What is a Public Service Announcement (PSA)?
This is the series of steps a consumer goes through when making a purchase, from need recognition to post-purchase evaluation.
What is the Consumer Decision Process?
This written statement serves as the creative team's guide for writing and producing an ad.
What is the Creative Strategy?
This "P" of the marketing mix involves the activities and strategies used to raise awareness and persuade customers to buy.
What is Promotion?
The official movie trailers, TV spots, and paid social media campaigns are considered the foundational messages of any campaign and are an example of this type of brand message
What is a planned message?
This function of advertising involves identifying products and their source to differentiate them from others.
What is Branding?
This term describes the feeling of inconsistency or discomfort a consumer might feel after making a purchase.
What is Cognitive Dissonance?
In the creative process, this is the role responsible for gathering new information and seeking inspiration.
Who is the Explorer?
This philosophy shifts the focus of a marketing plan from one-time transactions to managing long-term customer relationships.
What is Relationship Marketing?
This term refers to exaggerated, subjective claims that cannot be proven true or false.
What is Puffery?
This term describes the production, distribution, and consumption of products by different people and groups.
What is the Economy?
This model explains the two paths to persuasion: the Central Route (thinkers) and the Peripheral Route (influenced).
What is the Elaboration Likelihood Model?
this is the big consistent idea that all of a brand's advertising and marketing builds on for any given campaign.
What is the Creative Platform?
This method of budget allocation defines objectives first and then estimates the cost to accomplish them.
What is the Objective/Task Method?
This U.S. government agency is the primary regulator of advertising, enforcing truth-in-advertising laws.
What is the Federal Trade Commission (FTC)?
This principle of free-market economics states that the more information buyers and sellers have, the more efficient the competition.
What is Complete Information?
This theorist's "Hierarchy of Needs" suggests people meet their needs according to priorities, from physiological to self-actualization.
Who is Maslow?
This model (with Attention, Interest, Credibility, Desire, Action) guides the creative team in converting the big idea into a physical ad.
What is the Creative Pyramid?
The global "Barbiecore" fashion trend and the social media phenomenon of fans dressing in pink to attend movie screenings is an example of this type of brand message.
What are unplanned messages?
In a free-market economy, this term describes a benefit or harm caused by the sale/consumption of products to people not involved in the transaction.
Hint: ideally, there would be an absence of this in a perfect world.
What is an Externality?